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MCD officials ' ring' in a clean Delhi.

THE MUNICIPAL Corporation of Delhi ( MCD) has decided to hammer home civic sense among its officials, by means of a ringtone. The officials have been asked to set the ringtone -- specially created by the MCD -- on their mobile phones to constantly remind them about the importance of keeping Delhi neat and clean.

The ringtone with the catchphrase Swachch Dilli, Saaf Dilli, Hamaree Dilli is an adaptation of the jingles the MCD had used in its recent advertisements on radio and television to spread the message of cleanliness.

The campaign urging people not to spit, urinate or litter in public places featured three characters exemplifying such behaviour and were named Thoo- Thoo Kumar, Soo- Soo Kumar and Kooda Kumar respectively.

" The jingles played a significant role in making the common man remember what he should not do. When we released the jingles we had no idea what impact they would create. But we soon realised their importance and thought, if they can create an impact on the people, they can surely have an impact on the officials," a senior MCD official said. The realisation prompted the MCD to convert the jingles into a ringtone.

" Ringtones play an important role in daily life. They remain in a person's memory for a long time. We are sure this will have an impact on the officials," the MCD official added.

Some officials have already taken a liking to the ringtone despite resistance from family members. Deep Mathur, an MCD spokesperson, said: " I like this ringtone and use it. But my family, especially my son, does not like it. My son gets irritated when my phone rings but I ask him to understand the meaning of the jingle and not to go for the music."

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Publication:Mail Today (New Delhi, India)
Date:Jun 20, 2010
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